Send The Light Distribution (STL) will debut an all-new VeggieTales line of interactive toys, games and immersive arts & crafts manufactured by Melissa & Doug in time for Easter 2016.

STL will be the exclusive distributor of the line to both Christian and general market retail channels. The arrangement is the latest in a series of strategic moves by STL to expand its selection of "pray and play" products that encourage children's educational and spiritual development at the same time.

"We're thrilled to announce this new groundbreaking initiative," said Michael Turner, STL's director of product development. "There's no question that faith-based resources for children is a growth area in the marketplace, and there is no better way to maximize that potential than by bringing together two of the undisputed leaders in the area."

VeggieTales has long been a Christian retail favorite, claiming the largest share of the children's market for many years and supporting the channel with exclusive product lines and DVD releases ahead of the general market. The brand has further extended its audience in the last year with the launch of VeggieTales' In the House, an original Netflix series.

Melissa & Doug, a leading company with an emphasis on classic-style toys and puzzles that nurture a child's development, came to Christian retail several years ago.

STL’s VeggieTales line from Melissa & Doug will debut with six items for the Easter 2016 selling season and will expand in time for Christmas that year. 

Greg Fritz, senior vice president for home entertainment and consumer products for VeggieTales' Big Idea Entertainment, said the company was excited to be part of this partnership, having long wanted to work with Melissa & Doug.

"It really is a perfect combination, with each company bringing to the table what they do best: Big Idea’s content creation, Melissa & Doug’s product development and STL’s sales and distribution," he said.

At Melissa & Doug, major accounts executive Allison Narins said that the company was "delighted" to be part of the initiative. Since beginning to distribute to Christian retail, the company had seen how its vintage-style toys appeal to consumers appreciative of tradition and family values.

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